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Re-conceptualization and the Paradigm Shift of Nation Branding in the Korean Context

미디어 변화에 따른 국가브랜딩의 재 개념화 및 새로운 패러다임 전환에 관한 연구

  • 정가영 (서울대학교 언론정보학과)
  • Received : 2019.12.09
  • Accepted : 2019.12.23
  • Published : 2020.01.28

Abstract

This study critically examines and conceptually discuss the new theoretical trend of nation branding strategies and explores implications for Korean nation branding policy. Korea is known to be one of the countries who has competitively invested governmental efforts on nation branding. However, over the past two decades, while interactive academic discussions on nation brand were taking place and expanding in various fields and areas, related Korean literature did not pay much attention to increasing its conceptual understanding and development. Instead, studies on nation branding in the Korean context remained its focus on instrumental and economic aspects, leaving the theoretical discussion stagnant. In the Korean context, there was a tendency to regard nation branding as one of the political tools for national public and means for a short-term image marketing towards the foreign audience. To solve the undervaluation of Korea's nation brand and enhance its public image, there must be a revisit to its conceptual discussion. This study reviews various theoretical perspectives and paradigms on recent trends of nation branding, and re-conceptualize nation branding as the continuous interactive relations among 'national identity'-'nation brand'-'nation image'. In particular, by discussing the 'relationship building' approach, which is the latest suggested theoretical idea that well suits the networked era, this study suggests policy implications for Korea's future-oriented nation branding.

Acknowledgement

Supported by : 서울대학교

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